Spain - 5 January 2010

Ana Rodicio, joined Selecta in May 2009, as General Director for Selecta Spain. In this interview she talks about Selecta Spain and winning clients and consumers.

What are the Selecta values?
Selecta is committed to the four core values: freshness, excellence, caring and pleasure. We pay special attention to details and quality. Our desire is always to offer the best to our clients and consumers.

What do the Selecta values mean?
Our values help us to bring our clients and consumers closer to a new experience of vending. The freshness makes us think and act in an innovative way, such as offering our flavoured coffees like hazelnut and vanilla, both of which our Spanish consumers adore. Excellence and caring help, our employees focus on action. This all is a part of creating the Selecta pleasure.

What is the profile of Selecta consumers?
We cover all sectors, from large enterprises to daily users of public transport, students as well as people in shopping centres and hospitals. The most important thing is the trust our 180’000 Spanish consumers have in Selecta.

Our goal is to adapt our business to the current demand, in a challenging market and to satisfy the specific needs of our consumers.

How does the company respond to consumers’ demand?
We have an excellent team of experienced employees and a solid base of consumer information collected through surveys and quality audits. Thanks to the expertise of our team and our consumer knowledge we can identify what our consumers want and satisfy their needs. miofino, our new coffee brand, is a good example of serving our clients and consumers. It is based on freshness, our passion for coffee and a touch of modernity. Exclusive to Selecta, miofino is available to our clients and consumers.

What does quality mean for Selecta?
The product must be always fresh, in perfect condition and in its original packaging. We follow carefully our hygiene, safety and technology guidelines in all our work. We have also unique vending machines, with the latest technology, offering advanced payment systems that simplify and consumer purchases.

What are Selecta’s plans for the future in Spain?
Selecta is committed to innovation, growth and expansion. miofino, our own coffee brand with special recipes for our consumers, is a great example of this commitment. Our constant search for improvement and our ability to anticipate the changing needs and tastes of our consumers are helping us maintain our leading position in the European vending industry.

For more information about Selecta vending services in Spain, visit www.selecta.es.
For more information about miofino coffee, visit www.miofino.com.